Way back in early 2009 I was invited to Singapore by adidas to celebrate the launch of their new fashion campaign ObyO aka Originals By Originals. It was there that I was fortunate to get a glimpse of the entire debut Jeremy Scott collection before the product hit the shelves. I was equally blessed with three pairs of JS adidas runners (the joints with the massive trefoil tongues) before they even released. Perks of the job indeed!
Two weeks after my trip I was all set to rock the spot at adidas’ Sydney House Party, flown up by the brand to spin some tunes on the ones and twos for the event. On a detour to the warehouse location, I made a quick stop off at the Monster Children gallery as Cobrasnake was in town launching a new photo exhibition in conjunction with The Selby. What a killer combo!
While chilling outside in the blaring sun, a familiar face approached me screaming ‘where the hell did you get them Jeremy Scott joints?’. I look up and it’s the incomparable Cobrasnake, green with envy declaring ‘I haven’t even got my pair yet and Jeremy’s my boy!’ We chatted and chewed the fat for a while and later hooked up at the adidas party where he managed to take some super crispy shots of yours truly and the Sydney cats. He repeatedly kept coming over to try and wrestle my Scott’s off my feet, but with the distraction of big boobs all up in his grill, my getaway was easy!
Fast-forward to 2011, Cobrasnake has finally teamed up with Jeremy (and Katy Perry) to take some flamboyant shots of the designer - behind the scenes of adidas’ latest ‘All In’ ad campaign. As he explains:
"What do you get when you mix the original California girl who kissed a girl, add in the original creations of her favorite designer, throw in a camera and some original snap shots captured by yours truly??? Behind the scenes photos from the new Adidas Originals commercial starring Katy Perry and Jeremy Scott...that’s what you get!!! As an old friend, I saw Katy Perry go from dive bar to Divas Live. The legendary Jeremy Scott has always been a huge supporter and mentor of mine! So this last tidbit with iconic street wear line, Adidas Originals, was truly a threesome made in Heaven! "ADIDAS ALL IN" Long live The Queen of Kitsch & The King of Pop...Pop Art turned into Ready to Wear that is! Be the first to take a sneak peek at the most colorful, most flamin, french fryin, button be-dazzlin’, coolest, most radical (and don't forget original) commercial in the world!"
With Australia in on this bonanza the full commercial went to air last Thursday, starring a host of familiar faces that will no doubt push the brand into a new stratosphere. While it lacks the pizzazz and charisma of Nike, you’ve got to hand it to adidas in pushing the boundaries of design, fashion and function with the ‘All In’ campaign. Make sure you turn the volume up to 11 bitches!